Packaging can elicit emotional responses in consumers and should be seen as your best form of marketing. The right packaging design and eye-catching aesthetics can create emotional stimuli that ensures a brand is purchased. The Marketing Design of the Year award considers not only primary packaging but also secondary and tertiary packaging designs.
The Marketing Design of the Year Award recognises designs that deliver eye-catching aesthetics to create emotional stimuli that ensures a brand is purchased.
Co-host of the presentation ceremony, PKN publisher Lindy Hughson said, "If we consider that the product on shelf and soon after in the hand, is the closest marketing touchpoint in the shopper experience, that the packaging is the billboard for the brand, we can see the importance of tying the broader marketing campaign messaging closely to what is delivered on the packaging. And, in turn, we see the value of using the packaging as the primary platform to convey and reinforce those messages. This year's finalists have leveraged their on-pack marketing with clear intention, and have achieved consumer cut-through as a result."
In this category, bronze was awarded to EGO Pharmaceuticals, for its etchðos packaging, and a silver to Result Group for the Hungry Jack’s Uno Promotion packaging-based campaign.
Brownes Dairy was crowned with gold for its marketing prowess in the positioning of Australia’s Most Sustainable Milk Cartons (Brownes Dairy).
With Australian consumers concerned about sustainability and believing that brands should be most responsible for the impact on the environment, the judges said the Brownes Dairy 1 Litre milk in Tetra Rex Plant-Based Craft carton and design will drive standout against the competitive set and allow consumers the opportunity to support more sustainable packaging solutions as well as the reforestation initiatives via the Trillion Trees partnership.
The packaging also draws significant attention to both the sustainability credentials of the cartons, but also to the great partnership Brownes Dairy has established with Trillion Trees, that supports the reforestration of used farmland across Western Australia. The community-based organisation has been active since 1979 in Western Australia and has planted more than 15 million trees.